Corporate Social Advocacy in 2020: A Call to the Black Lives Matter Movement

Undergraduate Honors Thesis

Citations

Citeable URL: https://scholar.colorado.edu/concern/undergraduate_honors_theses/np193b36b

Abstract

For my undergraduate honors thesis, I studied how major corporations have implemented the Black Lives Matter (BLM) movement into its corporate social advocacy (CSA) efforts after the murder of George Floyd in 2020. In efforts to “do the right thing,” CSA has become a crucial aspect of many businesses’ public relations tactics to appear “woke,” or socially aware. However, these efforts are often a series of performative activism, with no established initiatives for social change beyond vocalized support. Findings from my conducted case studies on various CSA efforts have served as the rationale in determining the best practices for brands and PR professionals to use when addressing racial injustices from a place of authenticity– both in and outside the office. This best practices guide is the creative manifestation of my research and case studies methodologies, analyzing real world CSA strategies, public perceptions, and outcomes to craft results-driven, equitable CSA approaches and recommendations. As a public relations student soon to enter the professional world, I feel personally obligated to do the right thing and learn how to properly advocate for social movements and ethical business practices, especially when both justice and reputations are on the line.

Creator